Nissan goes high-tech

Maker to offer more driver assist systems as it looks to shed its image as a truck and SUV specialist.

January 30 2013

Sam Hall

Nissan Altima.

Nissan Australia will turn to technology to improve its passenger car sales in Australia.

Nissan's luxury arm, Infiniti, already incorporates lane departure warnings, forward collision alert and dynamic cruise control, which matches the speed of the car in front - among other technologies - into its range.

After mediocre sales across the passenger segment in recent years – highlighted by the waning Tiida and Maxima models – chief executive Bill Peffer says the introduction of driver assist technology will help boost the brand's passenger car range.

“We have several driver assist technologies that are making their way from our Infiniti brand to some of our Nissan products, and we'll be announcing that as we get further down the track this year, with cars like the Altima,” he said.

“It could make its way in but for now we don't have the driver assist technology in our [passenger range].”

The take-up of driver assist technology is the latest sign that Nissan wants to change Australian consumer perceptions of the brand, which has been pigeonholed as a four-wheel-drive and ute specialist.

“I think effectively we've been a 4x4 and truck manufacturer and we're now bringing competitive entries into the passenger car segments,” he said.

“I would expect further growth.”

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Nissan is currently ranked sixth-best seller overall, but Peffer says the maker's share is hampered by an ageing product line-up.

“We recognise that of the top 10 car makers in Australia, we've got an aged line-up, which is pretty spectacular for the amount we've sold,” he said.

“But I've been doing this for 20 years both in Australia and the States, and I've never seen a product line-up like we're releasing over the next two-and-a-half years. That just doesn't exist.

“We have sales goals - the by-product of which may be that we move our position as a seller in Australia.

“But I don't sit around at night pondering 'How do I move from sixth to fourth'. I have a sales number in mind, and I can't control what the competitors are going to do.”

Nissan sales grew 17 per cent during 2012, at a time when Australians bought more new cars than ever before.

Nissan has committed to re-introducing a SSS version of its Pulsar to Australia before June, featuring a 140kW turbocharged petrol engine.

“It's a completely different driving experience from the Pulsar and the way it drives,” Peffer said.

“Value for the dollar, it's going to be a great product. This is the first variant of this 1.6 direct injection turbocharged engine. It will also be featured in the Juke [compact SUV], which we've already committed to bringing to Australia.

“They sold that engine in Europe for a few years and it's an amazing power train. One of the reasons we want to bring the Juke and the performance variant of the Pulsar engine is because of that engine – solely the engine.”